Abstract

One of the principal ideas of the project is to analyze Colombian highlight aspects,
like it‟s people and the way the projection of their identity is plan, with the principal
objective of transmitting certain attributes of its products or services to the
consumers, creating a long lasting effect in their minds for a future purchase.
We also analyzed the way a strong and clear "Colombian" image can be built as an
“umbrella” brand, which can provide International coverage of its products,
companies and institutions and allow the strengths of the country to be enhanced.
For these reasons we analyzed the importance and benefits of the country brand
“Colombia” looking for new ideas and strategies for the development and
monitoring of a recognized brand image.